Sarah Hildebrandt’s Historic Victory at the Paris Games
Just moments after the American wrestler Sarah Hildebrandt clinched a gold medal at the Paris Games, she exuberantly expressed her thrill to the world, exclaiming: “Oh my gosh, I just won the FREAKING OLYMPICS hahahahah DUUUUDE,” in a social media post from the event venue. This declaration might appear to be a typical athlete’s reaction, but it signifies a notable shift in how the Olympics engages with fans.
The Olympic Games have long been emblematic of a shared national experience, a connection that seemed to wane over the past decade. The reasons for this decline in engagement are multifaceted. Factors such as a fractured media landscape and a series of unfortunate events—including pandemic restrictions during the Tokyo Games, time zone challenges in Beijing, a Zika outbreak in Rio de Janeiro, and geopolitical tensions in Sochi—have all contributed to the fading relevance of the Games.
However, the underlying issue may be more straightforward: the lack of a strong social media presence associated with the Olympics. Historically, the tightly-controlled intellectual property surrounding “the Olympic rings” limited the ability of athletes to share their experiences freely. Broadcasters were often hesitant to post video content from the Games, fearing they would violate strict regulations or undermine their own broadcasts.
Fortunately, a new era is dawning for the Olympics. Ahead of the Paris Games, officials announced more flexible social media guidelines for athletes. This, coupled with a strategic shift among broadcasters and the growing ability of social media platforms to geofence specific content, has transformed the landscape of Olympic engagement.
As a result, audiences are responding enthusiastically. Athletes now have the opportunity to cultivate their personal brands in ways that mirror popular influencers, creating a new dynamic in sports marketing. Apolo Ohno, the celebrated eight-time Olympic medalist in short-track speedskating, remarked, “Athletes can now create personalities just like any influencer would. It’s unlike anything before.”
This evolution not only enhances the athletes’ visibility but also rekindles a sense of connection between the athletes and their fans, promising a more vibrant and engaging Olympic experience for all.
